Beef Checkoff Inspiring Consumers Online to Cook BeefMon, 30 Jun 2014 14:21:13 CDT
The Beef Checkoff is switching up its advertisitng effort to reach today's millenial consumers. Recently the beef checkoff switched from traditional advertising channels of television, radio and print and has shifted resources toward digital marketing. Farm News Director Ron Hays visited with Oklahoma Beef Council Executive Director Heather Buckmaster. Click on the video below to listen to the In The Field Segment. Buckmaster says they're starting to see how their results. AND- you can listen to today's Beef Buzz which feartured a part of our interview with Buckmaster- click on hte LISTEN BAR below.
"In the first three weeks of the campaign, we've had a tremendous start we had more than 65 million positive beef impressions generated for beef," Buckmaster said. "So we're thinking we're doing really well."
The beef checkoff also generated more than nine million positive impressions created through consumer food partnership websites like foodnetwork.com and recipes.com. Buckmaster is pleased to see how this effort is pushing traffic onto their "Beef..it's What's For Dinner" Facebook page, which has received more than 850 thousand fans on Facebook.
"What's wonderful to see is how people are sharing their passion for beef on Facebook and they're sharing their menu inspirations and what they had for dinner and what recipes that they like," Buckmaster said.
"We love to see that passion these beef fans have for our beef community and for beef," Buckmaster said.
The beef checkoff is using several different social media platforms include YouTube and Facebook.
Through the online YouTube they are teaching the millennial generation how to cook beef. With some 300 million social media posts a month related to menu inspiration, instructions and sharing. Buckmaster believes it's important the beef industry is providing resources to that key millennial audience. The beef checkoff has developed five new creative videos on our beef what's for dinner website. Click Here to access the cooking videos.
"They help provide that inspiration in a very easy and delicious way so that millennial consumer that is just learning how to cook can be very comfortable and it provides them with a very easy way to fit beef into their lifestyle," Buckmaster said.
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